Multidimensional personal behavioral tomography

ABSTRACT

A method and computer program product for identifying attributes of customers and potential customers, allowing marketing to be directed at such consumers. Information is received regarding each of a number of consumers. This information can include demographic information, data regarding spending habits, and information as to how such attributes may have changed over time. Once attributes have been determined, and any changes over time to such attributes have been determined, a correlation of the attributes is performed. Such combined attributes are denoted as composite dimensions. Given the composite dimensions, as well as attributes that may not have been correlated with any other attributes, consumers are plotted in the resulting multi-dimensional space. Sets of consumers that appear to be grouped in this multi-dimensional space are then identified. Common attributes of this consumer group are identified. Unique attributes of a given consumer in such a group are also identified.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation of, claims priority to and thebenefit of, U.S. Ser. No. 11/529,730 filed on Sep. 29, 2006 and entitled“MULTIDIMENSIONAL PERSONAL BEHAVIORAL TOMOGRAPHY,” which is incorporatedherein by reference in its entirety.

BACKGROUND OF THE INVENTION

Field of the Invention

The invention described herein relates to marketing, and in particularrelates to analysis of consumer behavior.

Related Art

Any seller of goods or services seeks to expand its consumer base. Thiscan be done with any one of several marketing tactics. These tactics caninclude, for example, traditional advertising, or the offering ofincentives to purchase. Such incentives may include rebates ordiscounts. Marketing tactics are most efficient when directed at aparticular subset of potential customers, i.e., those consumers who aremost likely to be interested in the product or service. Marketingtactics may also be directed at existing customers, in an effort toincrease their spending. It is therefore prudent to identify thoseconsumers, either existing customers or potential customers, who aremost likely to want or need a particular product or service.

One method by which such consumers can be identified is collection ofinformation about consumers, to see which ones have one or morecharacteristics that identify a consumer as a likely buyer. A specificcharacteristic can be modeled as a point on a continuum. Such acontinuum 100 is shown in FIG. 1. Here, a particular credit rating, forexample, can be modeled as a point on a spectrum that represents allpossible credit ratings or categories thereof. A consumer 105 has arating of 470, which is shown as the corresponding point on continuum100. It may be convenient for analytical purposes to organize the pointsof such a continuum into categories. These are shown as categories 110,120, and 130. A consumer will therefore be mapped to a particularcategory based on his or her credit rating. Consumer 105 belongs incategory 120 of continuum 100 in the illustration.

Such a spectrum or continuum can be viewed as a dimension or attribute.Credit rating is one example of a dimension; another dimension might beincome level; another might be age. If it is believed that prospectivebuyers have a certain characteristic, the targeted consumers will bethose that are clustered around a certain point or that fall into aparticular category with respect to the appropriate attribute ordimension. A bank may wish to offer a credit card for persons having acredit rating in category 120 of FIG. 1, for example. In this example,the bank would identify people having such a credit rating, and sendsuch people mailings that describe the terms and benefits of a cardoffered by the bank.

In another example, an automobile manufacturer may have a model whichthe manufacturer wishes to market to older adults. The automobilemanufacturer may identify consumers who are 55 years old, plus or minussome value, e.g., consumers between the ages of 50 and 60. Prospectivecustomers in this demographic may then be sent advertising or rebateoffers with respect to that model. Both of these examples representsingle dimension analysis. In the first example, prospective customersare identified on the basis of a single attribute or dimension, i.e.,credit rating. In the second example, potential borrowers are identifiedon the basis of a single attribute, i.e., age.

Targeting specific consumers through analysis of a single attribute,however, has shortcomings. Generally, the set of consumers identifiedthrough such a method is too broad. For example, just because a personis between the ages of 50 and 60, does not mean that such a person hasany interest in purchasing a certain automobile. Generally, only a smallsubset of people between the ages of 50 and 60 have any interest inpurchasing an automobile. Therefore, multi-dimensional analysis issometimes used. For example, the above automobile manufacturer maychoose to market only to those people who are between the ages of 50 and60, and who have a sufficiently high credit rating that would enable thepotential customer to handle a substantial car loan. This is illustratedin FIG. 2. Here, consumer 105 has a credit rating of 470, as shown withrespect to the credit rating dimension. Consumer 105 is also 45 years ofage, as shown with respect to the age dimension. These twocharacteristics of consumer 105 are therefore modeled as a single pointin a two-dimensional space. In the illustration, the age dimension isorganized into categories 210, 220, and 230 in a similar manner to thecategorization of the credit rating dimension. Consumer 105 thereforefalls into age category 230. In the context of the illustratedtwo-dimensional space, consumer 105 falls into two-dimensional category280. Category 280 represents consumers who are between the ages of 40and 50, and who have a credit rating between 400 and 500.

Additional dimensions can also be added. The automobile manufacturer,for example, may choose to market to adults who are between the ages of40 and 50, who have a relatively high credit rating, and who haveincomes greater than $150,000 a year. Generally, additional dimensionscan be included in the analysis in order to narrow the set of potentialcustomers.

While using a large number of dimensions serves to produce a narrowlyfocused set of consumers, performing such an analysis can be difficult.First, it may be difficult to collect enough data for potentialcustomers. Ideally, a company may desire a variety of demographicinformation with respect to potential customers, along with detailedinformation with respect to their spending habits. All this informationmay difficult to obtain. In addition, analysis involving a large numberof dimensions can be computationally difficult. Hundreds of attributesare available. The storage and processing of this volume of informationmay not be feasible or cost effective. In contrast, the use of a lowernumber of dimensions allows for relatively easy processing, but producesa relatively large, and unfocused set of potential consumers. This wouldresult in the direction of marketing tactics at a set of potentialcustomers that is too large. Many people in such a subset would have nointerest in the offered product or service.

Note also that even if it were practical to handle large amounts of datathereby enabling sophisticated multi-dimensional analysis, the resultsmay still be inadequate. This is because attributes, such as thosepresented above, represent snapshots of a potential customer's position.At any given point in time, a potential customer has a certain creditrating, is of a certain age, and has a certain income. Such informationoffers nothing with respect to trends or changes in such attributes. Aperson with a high income and a high credit rating may appear to be agood target for a mortgage refinancing offer. But such a person mightnot be as attractive a candidate if the person were about to retire andtherefore experience a reduction in income. A potential customer'sattributes may therefore be of interest, but trends in such attributesfor the prospective customer are also of interest. Historically, suchtrends are not considered.

There is a need, therefore, for a method by which prospective customerscan be targeted, wherein a large number of attributes can be consideredin a way that allows practical and efficient data storage andprocessing. Moreover, such targeting also needs to include, asattributes, changes in the status of a prospective customer with respectto such attributes.

SUMMARY OF THE INVENTION

The present invention meets the above-identified need by providing asystem, method and computer program product for identifying attributesof customers and potential customers, thereby allowing efficientlytargeted marketing to be directed at such consumers. A body ofinformation is first received regarding each of a number of consumers.This information can include, for example, demographic information, dataregarding spending habits, and information as to how such attributes mayhave changed over time. Once such attributes have been determined, andany changes over time to such attributes have been determined, acorrelation of the attributes is performed. This serves to reduce theoverall number of attributes by consolidating those that are correlatedwith one another. As an example, a person who spends considerableamounts of money on recorded music and videos, may also spendconsiderable money on consumer electronics. In this example, those twoattributes could be combined if they have a strong positive correlation.Such combined attributes are denoted herein as composite dimensions.

Given the set of composite dimensions, as well as attributes that maynot have been correlated with any other attributes, individual consumersare plotted in the resulting multi-dimensional space. Sets of consumersthat appear to be grouped in this multi-dimensional space are thenidentified. Given such a consumer group, the common attributes of thisconsumer group are identified. In addition, any unique attributes of agiven consumer in such a consumer group are also identified. Hence, theinvention identifies attributes that a consumer may have in common witha group of other consumers, and also identifies attributes thatdistinguish a consumer from others in a consumer group.

An advantage of the invention is that it provides a system, method, andcomputer program product for targeting marketing tactics to particularindividuals.

An additional advantage is that it allows computationally efficientanalysis of spending tendencies of groups and individuals.

Further embodiments, features, and advantages of the present invention,as well as the operation of the various embodiments of the presentinvention, are described below with reference to the accompanyingdrawings.

BRIEF DESCRIPTION OF THE FIGURES

The features and advantages of the present invention will become moreapparent from the detailed description set forth below when taken inconjunction with the drawings in which like reference numbers indicateidentical or functionally similar elements. Additionally, the left-mostdigit of a reference number identifies the drawing in which thereference number first appears.

FIG. 1 illustrates how a single consumer might be plotted in a onedimensional space, i.e., where the consumer is situated with respect toa single attribute.

FIG. 2 illustrates how the consumer may be situated in a two dimensionalspace, wherein the consumer's position is plotted with respect to twodifferent attributes.

FIG. 3 is a flow chart illustrating the processing of the invention,according to an embodiment thereof.

FIG. 4 illustrates the organization of attributes or dimensions intocomposite dimensions, according to an embodiment of the invention.

FIG. 5 illustrates how trends in consumer attributes can in themselvesalso be attributes which can be combined into a composite dimension.

FIG. 6 illustrates how consumers' demographic attributes can be combinedinto a composite dimension, according to an embodiment of the invention.

FIG. 7 illustrates how groups of consumers may be plotted in amulti-dimensional space, wherein some of the dimensions may in fact becomposite dimensions, according to an embodiment of the invention.

FIG. 8 illustrates how a given consumer may have attributes thatdistinguish it from those of a consumers group, according to anembodiment of the invention.

FIG. 9 illustrates a computing platform on which a software or firmwareembodiment of the invention can be implemented.

DETAILED DESCRIPTION OF THE INVENTION

A preferred embodiment of the present invention is now described withreference to the figures, where like reference numbers indicateidentical or functionally similar elements. Also in the figures, theleftmost digit of each reference number corresponds to the figure inwhich the reference number is first used. While specific configurationsand arrangements are discussed, it should be understood that this isdone for illustrative purposes only. A person skilled in the relevantart will recognize that other configurations and arrangements can beused without departing from the spirit and scope of the invention. Itwill be apparent to a person skilled in the relevant art that thisinvention can also be employed in a variety of other systems andapplications.

The invention described herein includes a system, method and computerprogram product for identifying characteristics of customers andpotential customers, thereby allowing efficiently targeted marketing tobe directed at such consumers. A body of information is first receivedregarding each of a number of consumers. This information can include,for example, demographic information, data regarding spending habits,and information as to how such attributes may have changed over time.Once such attributes have been determined, and any changes over time tosuch attributes have been determined, a correlation of the attributes isperformed. This serves to reduce the overall number of attributes byconsolidating those that are correlated with one another. As an example,a person who spends considerable amounts of money on recorded music andvideos, may also spend considerable money on consumer electronics. Inthis example, those two attributes could be combined if they have astrong positive correlation. Such combined attributes are denoted hereinas composite dimensions.

Given the set of composite dimensions, as well as attributes that maynot have been correlated with any other attributes, individual consumersare plotted in the resulting multi-dimensional space. Sets of consumersthat appear to be grouped in this multi-dimensional space are thenidentified. Given such a consumer group, the common attributes of thisconsumer group are identified. In addition, any unique attributes of agiven consumer in such a consumer group are also identified. Hence, theinvention may identify attributes that a consumer may have in commonwith a group of other consumers, and also may identify attributes thatdistinguish a consumer from others in a consumer group.

The present invention is now described in more detail herein. This isfor convenience only and is not intended to limit the application of thepresent invention. After reading the following description, it will beapparent to one skilled in the relevant arts how to implement thefollowing invention in alternative embodiments.

The terms “user,” “end user,” “consumer,” “customer,” “participant,”and/or the plural form of these terms are used interchangeablythroughout herein to refer to those persons or entities capable of beingaffected by and/or benefiting from the present invention.

Furthermore, the terms “business” or “merchant” may be usedinterchangeably with each other and shall mean any person, entity,distributor system, software and/or hardware that is a provider, brokerand/or any other entity in the distribution chain of goods or services.For example, a merchant may be a grocery store, a retail store, a travelagency, a service provider, an on-line merchant or the like.

FIG. 3 illustrates the general processing of the invention. The processbegins at step 310. In step 320, data is collected with regard tocustomers and potential customers, collectively referred to herein asconsumers. This information can include demographic data, such as age,martial status, number of children, income level, and home address. Thisdata can also include information as to a consumer's spending habits,such as the amount of money spent on travel, the amount spent atrestaurants, and the amount spent on clothing. Information as to thespending habits of a consumer is denoted herein as spend data. Spenddata may be considered in aggregate with respect to a specific merchantindustry, e.g., spending on air travel, and spending on consumerelectronics. Spend data may also be considered in aggregate with respectto a time interval, e.g., spending on air travel in the past twelvemonths.

The attributes related to spending habits may also be divided morefinely. The data may include, for example, the amounts spent on domestictravel versus the amount spent on overseas travel. These attributes maybe further divided into other attributes such as the amounts spent ontravel to Europe, or the amount spent on travel to Asia.

Overall, such data may be collected through any one of severalmechanisms. Consumer surveys may be used, for example. In addition,characteristics such as spending habits may be determined on the basisof monitored credit card usage. In step 325, the data collected in step320 is read to determine attribute information. In step 325, theattributes for each of a set of consumers is determined. Through step325, it is determined whether a given consumer is of a certain age,marital status, etc., and whether the consumer has spent a given amountin European travel, for example. The step of getting attributestherefore represents the placing of each consumer on each of severaldimensions.

Note that the attributes determined in step 325 all represent staticinformation. This information therefore includes a consumer's currentmarital status, the consumer's current age, the consumer's currentsalary, how much money the consumer has spent eating at restaurants inthe current year, etc. In step 330, the data collected in step 320 ismined for trends in these characteristics. Therefore, step 330 includesthe determination of how the consumer has changed his spending habitsover the last year, for example. Trends in the type and quantity ofpurchases made, and changes in income level, for example are noted inthis step. These change attributes represent another set of dimensions,so that the extent of change in a consumer's salary is a dimension, aswell as current salary itself. Likewise, the extent of change in theconsumer's European travel is a dimension, as well as the current levelof European travel. In step 330, these change attributes are used toplace consumers on each of the corresponding dimensions.

In step 340, all dimensions, i.e., attributes and change attributes, areanalyzed to determine any correlations that may exist between them. Forexample, significant expenditures for European travel may correlate withextensive expenditures in Italian restaurants in the U.S. A change inmarital status, from single to married, may correlate with increasedexpenditures at stores specializing in home furnishings. Increaseddomestic travel to southern states may correlate with retirement. As aresult of such correlation, the overall set of attributes and changeattributes is effectively reduced in number. The attributes and/orchange attributes that correlate with one another are combined intocomposite dimensions. Using the above examples, European travel andspending in Italian restaurants would be combined into a singlecomposite dimension. Likewise, retirement and travel to southern stateswould be combined into another composite dimension. Moreover, there maybe correlations between more than two dimensions. In general, the stepof grouping attributes according to their correlations results in areduced number of dimensions, thereby simplifying the subsequentanalysis (described below).

In step 350, consumers are plotted in a multi-dimensional space, whereinthe dimensions of this space include composite dimensions, plus thosethat remain uncombined with any others. Groups of consumers in thismulti-dimensional space are then observed. There may be, for example, acluster of consumers who are between the ages of 70 and 80, travelextensively in the U.S., and have a high credit rating. Note that suchclustering may not be present with respect to all dimensions. A givengroup might be observed with respect to some number of dimensions, butmight be distributed randomly over another dimension. This reflects thefact that a group of consumers might be alike in several ways, resultingin a grouping, but might be dissimilar in other ways.

In step 360, for each group determined in step 350, the commoncharacteristics are determined. Despite the common characteristics of agiven group, however, individuals within that group may have uniquecharacteristics. Such attributes are determined in step 370. Therefore,steps 360 and 370 serve to identify the characteristics of an individualthat are unique to that individual with respect to the group, as well asthose characteristics that the consumer has in common with his group.

In step 380, marketing tactics may be directed to individuals based onthe unique attributes determine in step 370, as well as the commonattributes of the individual as determined in step 360. The processconcludes at step 390.

The above step of grouping attributes, step 340, is illustrated ingreater detail in FIGS. 4-6. In FIG. 4, attributes 401, 402, and 403 arefound to be correlated with each other. These three attributes, andpossibly others, are then combined to create composite dimension 410.Likewise, attributes 411, 412, and 413 are combined to create compositedimension 420. As a result of step 340, attributes 401-403 can bereplaced by composite dimension 410, and attributes 411-413 can bereplaced by composite dimension 420. This serves to reduce the number ofattributes used in creating targeted marketing tactics. The result ofstep 340 is a set of composite dimensions, including compositedimensions 410 and 420. Note that not all attributes may necessarily becombined. Some attributes may be found not to correlate with any others,in which case such an attribute would remain as an uncombined dimension.

FIG. 5 illustrates how change attributes, or trends, may also becombined to form a composite dimension. In FIG. 5, trends 501, 502, and503 are found to be correlated to one another. This correlation allowstheir combination into composite dimension 510.

FIG. 6 shows that demographic attributes can also be combined. Moreover,note that demographic attributes, non-demographic attributes, and changeattributes can also be combined. In the example of FIG. 6, demographicattribute 601, demographic attribute 602, attribute 603, and trend 604are all found to be correlated with one another. As a result, theseattributes are combined to form a single composite dimension 610.

The grouping of consumers, discussed above with respect to step 350, isillustrated in FIG. 7. Here, consumer groups as well as individualconsumers are shown plotted in an n-dimensional space, where n=2. Thetwo dimensions shown are composite dimensions 710 and 720. Threeclusters of consumers are shown, groups 730, 740, and 750. Note that notevery consumer will be associated with the group. Some consumers may beoutliers that are not in the proximity of any particular group. Examplesof such consumers include consumers 760 and 770.

While a given consumer will necessarily have much in common with othermembers of his group, the consumer may also have characteristics that donot match other members of the group. An example of this is shown inFIG. 8. This figure shows spending 810 for three categories: computerequipment, software, and music downloads. Spending for these threecategories is illustrated by quantities 820, 830, and 840 respectively.If, for example, the consumer in question is a female who is between theages of 75 and 80 and spends very little in restaurants, this consumerwould be grouped with others that fit this description. This consumer,however, may spend money on other things such as computer equipment,software, and music downloads. This would set this consumer apart fromothers in her group.

Such unique attributes of the consumer, as well as the attributes thatshe has in common with other members of her group, could then be used todirect specific marketing tactics at this consumer.

The present invention (or any part(s) or function(s) thereof) may beimplemented using hardware, software or a combination thereof and may beimplemented in one or more computer systems or other processing systems.However, the manipulations performed by the present invention are oftenreferred to in terms of atomic concepts such as adding or comparing,which are commonly associated with mental operations performed by ahuman operator. No such capability of a human operator is necessary, ordesirable in most cases, in any of the operations described herein whichform part of the present invention. Rather, the operations can bemachine operations. Useful machines for performing the operation of thepresent invention include general purpose digital computers or similardevices. Such a computer, when programmed with such logic, can be viewedas a system embodying the invention described herein. Likewise, anyhardware, firmware, or software embodiment of the invention, or anycombination thereof used to embody the invention, can be viewed as asystem embodying the invention described herein.

The logic of the above process can be implemented as software thatexecutes on a computer, such as a programmable computer 900 shown inFIG. 9. The computer 900 can be any commercially available and wellknown computer capable of performing the functions described herein,such as computers available from International Business Machines, Apple,Silicon Graphics Inc., Sun, HP, Dell, Compaq, Digital, Cray, etc.

The computer 900 includes one or more processors (also called centralprocessing units, or CPUs), such as a processor 904. The processor 904is connected to a communication bus or other communicationinfrastructure 906. The computer 900 also includes a main or primarymemory 905, such as random access memory (RAM). The primary memory 905has stored therein control logic (computer software), and data.

The computer 900 also includes one or more secondary storage devices910. The secondary storage devices 910 include, for example, a hard diskdrive 912 and/or a removable storage device or drive 914. The removablestorage drive 914 represents a floppy disk drive, a magnetic tape drive,a compact disk drive, etc.

The removable storage drive 914 interacts with a removable storage unit915. The removable storage unit 915 includes a computer useable orreadable storage medium having stored therein computer software (controllogic) and/or data. Removable storage unit 915 represents a floppy disk,magnetic tape, compact disk, DVD, optical storage disk, or any othercomputer data storage device. The removable storage drive 914 reads fromand/or writes to the removable storage unit 915 in a well known manner.

Secondary memory 910 may also include an interface 920 through which anadditional removable storage unit 902 can be attached for communicationwith infrastructure 906. Removable storage unit 902 can be, for example,a flash memory device or an additional hard disk unit. The interface 920can be a universal serial bus (USB) interface or a Firewire™ interface,for example. Removable storage unit 902 can be written to or read fromin a well known manner.

The computer 900 also includes input/output/display devices, such asmonitors, keyboards, pointing devices, etc. (not shown)

The computer 900 further includes a communication or network interface924. The network interface 924 enables the computer 900 to communicatewith remote devices. For example, the network interface 924 allows thecomputer 900 to communicate over communication networks or mediums 926(representing a form of a computer useable or readable medium), such asLANs, WANs, the Internet, etc. The network interface 924 may interfacewith remote sites or networks via wired or wireless connections.

Control logic may be transmitted to and from the computer 900 via thecommunication medium 926. More particularly, the computer 900 mayreceive and transmit carrier waves (electromagnetic signals) 928modulated with the control logic via the communication medium 926.

Any apparatus or manufacture comprising a computer useable or readablemedium having control logic (software) stored therein is referred toherein as a computer program product or program storage device. Thisincludes, but is not limited to, the computer 900, the main memory 905,the hard disk 912, and the removable storage unit 915. Such computerprogram products, having control logic stored therein that, whenexecuted by one or more data processing devices, cause such dataprocessing devices to operate as described herein, represent embodimentsof the invention.

Moreover, the data upon which the invention operates, i.e., the datacollected in step 320 of FIG. 3, can be provided to computer 900 throughnetwork interface 924 or removable storage drive 914.

The invention can work with software, hardware, and/or operating systemimplementations other than those described herein. Any software,hardware, and operating system implementations suitable for performingthe functions described herein can be used. The invention can, forexample, be implemented primarily in hardware using, for example,hardware components such as application specific integrated circuits(ASICs). Implementation of the hardware state machine so as to performthe functions described herein will be apparent to persons skilled inthe relevant art(s).

In yet another embodiment, the invention is implemented using acombination of both hardware and software.

While some embodiments of the present invention have been describedabove, it should be understood that it has been presented by way ofexamples only and not meant to limit the invention. It will beunderstood by those skilled in the art that various changes in form anddetail may be made therein without departing from the spirit and scopeof the invention as defined in the appended claims. Thus, the breadthand scope of the present invention should not be limited by theabove-described exemplary embodiments, but should be defined only inaccordance with the following claims and their equivalents.

In addition, it should be understood that the figures that highlight thefunctionality and advantages of the present invention, are presented forexample purposes only. The architecture of the present invention issufficiently flexible and configurable, such that it may be utilized(and navigated) in ways other than that shown in the accompanyingfigures.

Further, the purpose of the foregoing Abstract is to enable the U.S.Patent and Trademark Office and the public generally, and especially thescientists, engineers and practitioners in the art who are not familiarwith patent or legal terms or phraseology, to determine quickly from acursory inspection the nature and essence of the technical disclosure ofthe application. The Abstract is not intended to be limiting as to thescope of the present invention in any way.

What is claimed is:
 1. A method comprising: organizing, by a computerbased system, consumer attributes and change attributes according tocorrelations of the consumer attributes and the change attributes, tocreate a set of composite dimensions, wherein the change attributescomprise trends, wherein the change attributes comprise extent of changeand rates of change of the consumer attributes; wherein the compositedimensions are established based on a positive correlation between theconsumer attributes and the change attributes; plotting, by the computerbased system, consumers relative to the set of composite dimensions on amulti-dimensional space; grouping consumers, by the computer basedsystem, according to location within the multidimensional space tocreate a consumer group within the multidimensional space; andproviding, by the computer based system, a chart that includes theplotting and the grouping.
 2. The method of claim 1, further comprisingdirecting, by the computer based system, marketing tactics at theconsumer based on a common attribute of the consumer group associatedwith the consumer.
 3. The method of claim 1, further comprisingdirecting, by the computer based system, marketing tactics at theconsumer on additional basis of a unique attribute of the consumer. 4.The method of claim 3, wherein the marketing tactics comprise targetedspending incentives.
 5. The method of claim 3, wherein the marketingtactics comprise targeted advertising.
 6. The method of claim 1, whereinthe consumer attributes and the change attributes are determined basedon received consumer data.
 7. The method of claim 6, wherein thereceived consumer data is from a consumer survey.
 8. The method of claim6, wherein the received consumer data comprises demographic data of aconsumer.
 9. The method of claim 6, wherein the received consumer datacomprises spend data of the consumer.
 10. The method claim 9, whereinthe spend data is aggregated by time interval.
 11. The method of claim9, wherein the spend data is aggregated by merchant industry.
 12. Themethod of claim 1, further comprising identifying, by the computer basedsystem, common attributes of the consumer group.
 13. The method of claim1, further comprising identifying, by the computer based system, uniqueattributes of the consumer in the consumer group.
 14. A computer basedsystem, comprising: a computer network communicating with a memory; thememory communicating with a processor, and the processor, when executinga computer program is configured to perform the following operations:organizing, by the processor, consumer attributes and change attributesaccording to correlations of the consumer attributes and the changeattributes, to create a set of composite dimensions, wherein the changeattributes comprise trends, wherein the change attributes compriseextent of change and rates of change of the consumer attributes; whereinthe composite dimensions are established based on a positive correlationbetween the consumer attributes and the change attributes; plotting, bythe processor, consumers relative to the set of composite dimensions ona multi-dimensional space; grouping consumers, by the processor,according to location within the multidimensional space to create aconsumer group within the multidimensional space; and providing, by theprocessor, a chart that includes the plotting and the grouping.
 15. Thesystem of claim 14, further comprising directing, by the computer basedsystem, marketing tactics at the consumer based on a common attribute ofthe consumer group associated with the consumer.
 16. The system of claim14, wherein the consumer attributes and the change attributes aredetermined based on received consumer data.
 17. The system of claim 16,wherein the received consumer data is from a consumer survey.
 18. Thesystem of claim 16, wherein the received consumer data comprisesdemographic data of a consumer.
 19. The system of claim 16, wherein thereceived consumer data comprises spend data of the consumer.
 20. Anon-transitory computer-readable storage medium having stored thereon aplurality of instructions, when executed by a computer based system, areconfigured to cause the computer based system to perform operationscomprising: organizing, by the computer based system, consumerattributes and change attributes according to correlations of theconsumer attributes and the change attributes, to create a set ofcomposite dimensions, wherein the change attributes comprise trends,wherein the change attributes comprise extent of change and rates ofchange of the consumer attributes; wherein the composite dimensions areestablished based on a positive correlation between the consumerattributes and the change attributes; plotting, by the computer basedsystem, consumers relative to the set of composite dimensions on amulti-dimensional space; grouping consumers, by the computer basedsystem, according to location within the multidimensional space tocreate a consumer group within the multidimensional space; andproviding, by the computer based system, a chart that includes theplotting and the grouping.